GENESIS STRENGTHENS PRESENCE IN CENTRAL ASIA WITH ALMATY SHOWCASE, ACCELERATES GLOBAL ‘TWO-TRACK’ STRATEGY

ALMATY, Kazakhstan, Sept. 24, 2025 — Genesis has taken a significant step in expanding its footprint in the Central Asian luxury automotive market with the grand opening of the Almaty Genesis Showcase in Kazakhstan. As Almaty serves as the economic hub of the country, the showcase opening signals Genesis’ intent to establish a firm foothold in a region with growing demand for luxury vehicles.

A Gateway to Luxury for Central Asia

The Almaty Showcase has been designed as a comprehensive “3S” hub for sales, service and spare parts, offering an integrated customer experience that spans vehicle sales, test drives and after-sales services. Built on a site measuring 965.6 square meters with a total floor area of 1,705 square meters, the architecture of the three-story facility integrates the Genesis philosophy of “Athletic Elegance,” with an atmosphere defined by refined minimalism, meticulous attention to detail and a sense of quiet luxury.

Rooted in Korean traditions of hospitality, the space eliminates visual distractions to highlight the vehicles as if they were contemporary art in a gallery. Guests are warmly addressed as "Son-nim," or honored guest, in the reception area called "Tuh," which refers to a place that connects people with the land. It serves as a setting to build trust and authentic connections inspired by "jeong," the Korean word for empathy and care, and "deom," a Korean term for unexpected bonuses or extras that is part of a common and friendly practice in Korean culture — often associated with showing generosity or goodwill to customers.

Key models showcased at the opening include the G90 and G90 Long Wheel Base models. The facility also boasts innovative customer services such as delivered test drives and a Home-to-Home maintenance service, reflecting Genesis’ commitment to delivering standout customer-centered experiences.

Nurlan Smagulov, founder of Astana Motors, emphasized the brand’s ambitions, saying, “The opening of the first official Genesis dealership in Kazakhstan is an important milestone in the brand’s global growth strategy, as well as a major step forward in the development of Kazakhstan’s luxury automotive market. The flagship showcase expands access to Genesis luxury vehicles for Kazakh customers, offering them first-class service.”

Smagulov added, “Production of part of the model range has been carried out since autumn 2024 at the Hyundai Trans Kazakhstan plant, a subsidiary of Astana Motors in Almaty. All of this demonstrates that the Genesis brand has entered the region with serious intentions and long-term plans.”

Strategic Importance of Kazakhstan

Kazakhstan, a major hub connecting Europe and Asia, holds strategic value for Genesis. It is the first Central Asian market into which the luxury marque announced its entry in November 2024 as Genesis Auto Kazakhstan, part of Astana Motors. The nation also represents the largest automotive market in the region, with luxury car demand reaching approximately 7,000 units annually. The market has grown more than threefold in the past seven years, expanding from 60,000 vehicles in 2018 to over 200,000 in 2024. Industry analysts project significant growth potential for the luxury segment.

Recognizing the region’s potential, Astana Motors, Kazakhstan’s largest automotive firm, has partnered with Genesis to solidify the brand’s presence there. Astana Motors operates the Hyundai Trans Kazakhstan (HTK) assembly plant in Almaty, which has an annual production capacity of 80,000 Hyundai and Genesis vehicles. Last year, the plant began local assembly of Genesis models using the Disassembly Knock Down (DKD) method, a strategic move that enhances the brand’s ability to respond flexibly to market demand.

Job Creation and Industrial Growth

With its localized production capabilities, Genesis aims to establish long-term leadership in Kazakhstan’s luxury car market. Beyond its competitive pricing and demand responsiveness, Genesis also seeks to contribute to the local economy through job creation and industrial growth.

Global Expansion Via Two-Track Strategy

Genesis’ efforts in Kazakhstan align with its broader Two-Track strategy, targeting both emerging and advanced markets. In August this year, Genesis opened a new standalone showroom in Egypt, marking its official entry into the African continent. In Europe, the brand plans to expand beyond its existing markets in the U.K., Germany and Switzerland to include France, Spain, Italy and the Netherlands by early 2026.

Luxury Redefined with G90 and Beyond

At the Almaty Showcase opening, Genesis presented its flagship sedan, the G90, along with its long-wheelbase variant. Equipped with a 3.5-liter twin-turbo V6 engine delivering up to 375 horsepower, the G90 represents the pinnacle of the brand’s commitment to luxury, safety and innovation. The Long Wheel Base model exclusively features a 48-volt electric supercharger and all-wheel drive, delivering unparalleled comfort and executive status.

Nurbek Karagayev, head of Genesis Auto Kazakhstan distribution, said, “The launch of Genesis G90 sales in Kazakhstan is a landmark event for our market. The brand’s flagship, which has received the prestigious IIHS Top Safety Pick+ award, combines the highest level of safety, innovation and luxury comfort. We are confident that the G90 will become a symbol of luxury and set new standards for the luxury sedan segment in Kazakhstan.”

Alongside the G90 flagship models, the Almaty dealership also showcases the G80 sedan and SUVs such as the GV70, GV80 and GV80 Coupe, all recognized for their innovative safety systems.

.

.